Community pharmacy customer segmentation based on factors influencing their selection of pharmacy and over-the-counter medicines
| Autor: | Angelos Markos, D Minarikova, Dimitrios Phaedon Kevrekidis, Peter Minárik, I. Malovecká |
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| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Pharmacology
business.industry 05 social sciences lcsh:RM1-950 Pharmacist Pharmaceutical Science Pharmacy Article Loyalty business model 03 medical and health sciences 0302 clinical medicine lcsh:Therapeutics. Pharmacology Market segmentation 0502 economics and business Quota sampling 050211 marketing 030212 general & internal medicine Market environment Marketing business Consumer behaviour Multiple choice |
| Zdroj: | Saudi Pharmaceutical Journal, Vol 26, Iss 1, Pp 33-43 (2018) |
| ISSN: | 1319-0164 |
| Popis: | Background: Within the competitive pharmacy market environment, community pharmacies are required to develop efficient marketing strategies based on contemporary information about consumer behavior in order to attract clients and develop customer loyalty. Objectives: This study aimed to investigate the consumers’ preferences concerning the selection of pharmacy and over-the-counter (OTC) medicines, and to identify customer segments in relation to these preferences. Methods: A cross-sectional study was conducted between February and March 2016 on a convenient quota sample of 300 participants recruited in the metropolitan area of Thessaloniki, Greece. The main instrument used for data collection was a structured questionnaire with close-ended, multiple choice questions. To identify customer segments, Two-Step cluster analysis was conducted. Results: Three distinct pharmacy customer clusters emerged. Customers of the largest cluster (49%; ‘convenience customers’) were mostly younger consumers. They gave moderate to positive ratings to factors affecting the selection of pharmacy and OTCs; convenience, and previous experience and the pharmacist’s opinion, received the highest ratings. Customers of the second cluster (35%; ‘loyal customers’) were mainly retired; most of them reported visiting a single pharmacy. They gave high ratings to all factors that influence pharmacy selection, especially the pharmacy’s staff, and factors influencing the purchase of OTCs, particularly previous experience and the pharmacist’s opinion. Customers of the smallest cluster (16%; ‘convenience and price-sensitive customers’) were mainly retired or unemployed with low to moderate education, and low personal income. They gave the lowest ratings to most of the examined factors; convenience among factors influencing pharmacy selection, whereas previous experience, the pharmacist’s opinion and product price among those affecting the purchase of OTCs, received the highest ratings. Conclusions: The community pharmacy market comprised of distinct customer segments that varied in the consumer preferences concerning the selection of pharmacy and OTCs, the evaluation of pharmaceutical services and products, and demographic characteristics. Keywords: Customer segmentation, Consumer behavior, Pharmacy selection, OTCs’ purchase, Pharmacy customers’ profiles, Cluster analysis |
| Databáze: | OpenAIRE |
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